Lifestyles - IMC 605 & 606 - Creative Message Strategy & Media Strategy - Research Guides at Eastern Michigan University

Consumer Lifestyles

In addition to sources below, you can try looking for articles on lifestyle topics using sources under the Articles tab.

DemographicsNow This link opens in a new window
This database includes lifestyle market segmentation data from Mosaic and lifestyle consumer data from Simmons. Search Instruction: Database is complex, so tutorials are necessary. Follow directions from How to Generate a Demographic Report, but choose some of the Mosaic or Simmons options from the Report Type menu.
Mintel Market Research Reports This link opens in a new window
Check out the Lifestyles section of the Mintel database for lifestyle articles.
Academic use only.

American Time Use Survey
Provides statistics on the amount of time spent per day on various activities, including work activities, household activities and childcare, and various leisure activities such as sports, watching TV, reading, etc. Some charts provide time use by demographic variables such as sex and age.
Ipsos
A free registration gains access to a rich Knowledge & Ideas library of articles and online videos on topics related to advertising, customer loyalty, marketing, and media strategy. Content is especially strong for topics related to digital marketing and to the affluent market.
My Best Segments Claritas
Offers three types of brief lifestyles reports for specific zip codes. Brief zip-code based lifestyle reports are free: Median age, median income, household composition, and household consumer spending. Other information is subscription based. Check Zip Code Look-up section for reports.
Pew Research Center - Lifestyle Trends
Reports based on both Pew surveys and government data cover many topics related to attitudes & values, technology trends, leisure activities, and more.
Nielsen
Nielsen sells reports which detail consumer insights and trends. There are some free reports and news stories at the site.
Registration required to access some free reports.
Simmons (Experian)
Simmons gathers data on "consumer behavior, including media consumption and product preferences" to create consumer studies, analytic tools and segmentation models. Site has information on Simmons' products and methods.
Except for some blog articles, most reports on this site are not free.
Tip: Mintel reports sometimes incorporate data from Simmons. Statistical charts with Simmons data can be created in DemographicsNow (see library databases)

Lifestyle Market Analyst

Have you ever filled out a product warranty form with questions on your lifestyle, hobbies, etc.?

Data from these questions (and other sources) are used to create the info in this book. You can use the book to:

Discover demographic and lifestyle characteristics of specific areas of the country
Discover demographic, geographic, and related interest patterns of people who pursue a specific activity, such as golf, foreign travel, owning a dog, etc.
Discover demographics and lifestyles of specific population segments, such as single males age 18-34

It also lists consumer magazines and direct mail lists that reach certain lifestyle segments.

EMU owns the 2005 ed. in hard copy format.

Ask at EMU Library checkout desk for
Lifestyle Market Analyst
Reserve Reference
HF 5415.33 .U6 L54